NAVIBUS CASE STUDY
Improved Public Transit
Through Real-Time Visibility
Improves the public transit experience for riders by offering real-time bus tracking and streamlined route visibility, allowing them to navigate travel with increased confidence, reduced uncertainty, and more informed travel decisions.
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BIOINSIGHTS CASE STUDY
NAVIBUS CASE STUDY
Streamlining Functional Medicine
For Providers At Scale
Improved Public Transit Through Real-Time Visibility
Improved Public Transit
Through Real-Time Visibility
Unifies healthcare providers’ workflow into one streamlined web-based platform with a guided experience to confidently deliver personalized high-quality root-cause care.
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Improves the public transit experience for riders by offering real-time bus tracking and streamlined route visibility, allowing them to navigate travel with increased confidence, reduced uncertainty, and more informed travel decisions.
View Prototype
Improves the public transit experience for riders by offering real-time bus tracking and streamlined route visibility, allowing them to navigate travel with increased confidence, reduced uncertainty, and more informed travel decisions.
View Prototype
OVERVIEW
Context, Role, & Design Scope
Context, Role, & Design Scope
Context, Role, & Design Scope
About The Product
About The Product
About The Product
A concept for a mobile application designed to simplify a city's public transit navigation experience, offering riders with improved transit information visibility and real-time tracking that assists them in making more informed travel decisions to navigate their trips with greater confidence.
A concept for a mobile application designed to simplify a city's public transit navigation experience, offering riders with improved transit information visibility and real-time tracking that assists them in making more informed travel decisions to navigate their trips with greater confidence.
Role & Responsibilities
Role & Responsibilities
Role & Responsibilities
UX Designer & UX Researcher
UX Designer & UX Researcher
Led the project’s UX design process, conducting user and market research, defining key challenges, and designing a mobile application that balanced user needs with project goals to improve information clarity and create an intuitive rider experience.
Led the project’s UX design process, conducting user and market research, defining key challenges, and designing a mobile application that balanced user needs with project goals to improve information clarity and create an intuitive rider experience.
Duration
Duration
Duration
5 weeks (2021)
5 weeks (2021)
5 weeks (2021)
Tools
Tools
Tools
Figma
Figma
Adobe Photoshop
Adobe Photoshop
Deliverables
Deliverables
Deliverables
Competitive Analysis
Competitive Analysis
User Survey
User Survey
User Personas
User Personas
User Flows
User Flows
Wireframes
Wireframes
Style Guide
Style Guide
Prototype Usability Testing
Prototype Usability Testing
Hi-Fi Prototypes
Hi-Fi Prototypes
THE CHALLENGE
THE CHALLENGE
THE CHALLENGE
Limited transit information visibility creates uncertainty and navigation challenges for riders.
Limited transit information visibility creates uncertainty and navigation challenges for riders.
Limited transit information visibility creates uncertainty and navigation challenges for riders.
THE SOLUTION
THE SOLUTION
THE SOLUTION
A mobile app offering real-time bus tracking, route visibility, and schedule information.
A mobile app offering real-time bus tracking, route visibility, and schedule information.
A mobile app offering real-time bus tracking, route visibility, and schedule information.
RESEARCH & DISCOVERY
Identified Rider Needs & Transit Challenges
Identified Rider Needs & Transit Challenges
Identified Rider Needs & Transit Challenges
Competitive Analysis
Competitive Analysis
Competitive Analysis
Existing public transit apps were examined to understand how they communicate information and updates to riders and where opportunities existed to improve the clarity, accuracy, and accessibility of that information.
Existing public transit apps were examined to understand how they communicate information and updates to riders and where opportunities existed to improve the clarity, accuracy, and accessibility of that information.
Citymapper
Citymapper
Citymapper
Strengths
Strengths
Familiar and user-friendly design patterns
Intuitive navigation
Intuitive navigation
Personalization capabilities for users
Personalization capabilities for users
Weaknesses
Weaknesses
Paywall blocking certain features
Paywall blocking certain features
Reduced map visibility due to lack of landscape support
Reduced map visibility due to lack of landscape support
Transit
Transit
Transit
Strengths
Strengths
Familiar and user-friendly design patterns
Intuitive navigation
Intuitive navigation
Real-time user updates and alerts
Real-time user updates and alerts
Weaknesses
Weaknesses
Paywall blocking certain features
Paywall blocking certain features
High information density which may contribute to user confusion
High information density which may contribute to user confusion
Moovit
Moovit
Moovit
Strengths
Strengths
Familiar and user-friendly design patterns
Familiar and user-friendly design patterns
Intuitive navigation
Intuitive navigation
Personalization capabilities for users
Personalization capabilities for users
In-depth editing ability with plenty of
features
Weaknesses
Weaknesses
Instances of inaccurate reported
information
Instances of inaccurate reported
information
Instances of inaccurate reported information
Reduced map visibility due to lack of landscape support
Reduced map visibility due to lack of landscape support
User Survey
User Survey
User Survey
A survey was conducted, filtering participants to target those who frequently used public transit. The purpose was to gain a better understanding of their existing experiences and identify the type of experience they needed.
A survey was conducted, filtering participants to target those who frequently used public transit. The purpose was to gain a better understanding of their existing experiences and identify the type of experience they needed.
Questions were designed to provide further insight into common frustrations, the reliability and accuracy of transit information, how their current challenges affected travel, and what they valued most when navigating public transit.
Questions were designed to provide further insight into common frustrations, the reliability and accuracy of transit information, how their current challenges affected travel, and what they valued most when navigating public transit.
Responses from 30+ participants helped validate the problem space and create a foundation for future decision-making throughout the design process.
Responses from 30+ participants helped validate the problem space and create a foundation for future decision-making throughout the design process.
82%
82%
of participants relied heavily on app usage to navigate public transit.
of participants relied heavily on app usage to navigate public transit.
73%
73%
of participants depended on public transit for time-sensitive commitments such as work and school.
of participants depended on public transit for time-sensitive commitments such as work and school.
84%
84%
of participants found themselves waiting for a late-arriving bus at least twice per week.
of participants found themselves waiting for a late-arriving bus at least twice per week.
PRODUCT DEFINITION
Defined Rider Needs & Core Workflows
Defined Rider Needs & Core Workflows
Defined Rider Needs & Core Workflows
User Persona
User Persona
User Persona
The persona of our primary user group, working professionals, assisted in ensuring that the experience remained focused on improving their needs: information visibility, reducing travel uncertainty, and supporting more confident travel decisions for this type of user.
The persona of our primary user group, working professionals, assisted in ensuring that the experience remained focused on improving their needs: information visibility, reducing travel uncertainty, and supporting more confident travel decisions for this type of user.
Research taught us that working professionals who regularly relied on public transit in metropolitan areas depended on public transit for time-sensitive commitments such as work and school. This means reliable information is essential for them to plan their days.
Research taught us that working professionals who regularly relied on public transit in metropolitan areas depended on public transit for time-sensitive commitments such as work and school. This means reliable information is essential for them to plan their days.
User Stories
User Stories
User Stories
Based on research-led insights, 3 core user stories were defined to guide the product experience. Focus was placed on improving the visibility of transit information, reducing rider uncertainty, and helping riders make more informed travel decisions.
Based on research-led insights, 3 core user stories were defined to guide the product experience. Focus was placed on improving the visibility of transit information, reducing rider uncertainty, and helping riders make more informed travel decisions.
As a user, I want to know when my bus will arrive, so that I can plan when I need to leave for the bus stop.
As a user, I want to know when my bus will arrive, so that I can plan when I need to leave for the bus stop.
As a user, I want to quickly identify the correct bus for the best route, so that I can travel confidently and avoid any confusion or unnecessary delays.
As a user, I want to quickly identify the correct bus for the best route, so that I can travel confidently and avoid any confusion or unnecessary delays.
As a user, I want access to real-time route and schedule information, so that I can make informed decisions throughout my journey.
As a user, I want access to real-time route and schedule information, so that I can make informed decisions throughout my journey.
Primary Workflow
Primary Workflow
Primary Workflow
Insights gained through research, along with defined user story goals, shaped the application's primary workflow. The concept experience was designed to place focus on visibility, providing riders with quicker access to essential information for a more efficient travel experience.
Insights gained through research, along with defined user story goals, shaped the application's primary workflow. The concept experience was designed to place focus on visibility, providing riders with quicker access to essential information for a more efficient travel experience.
DESIGN
Established Structure & Visual Identity
Established Structure & Visual Identity
Established Structure & Visual Identity
Wireframes
Wireframes
Wireframes
Wireframes were designed to create a streamlined experience for riders based on the defined user stories and outlined workflow.
Wireframes were designed to create a streamlined experience for riders based on the defined user stories and outlined workflow.
The initial screens focused on a direct workflow that allowed riders to quickly and intuitively find essential transit information to support efficiency when planning trips.
The initial screens focused on a direct workflow that allowed riders to quickly and intuitively find essential transit information to support efficiency when planning trips.
Branding & Style Guide
Branding & Style Guide
Branding & Style Guide
The visual identity of the app was designed with the intent to support the core goals of the product, while enhancing a clear, approachable rider experience. Focus was placed on creating a brand that incorporated a modern feel, reliability and trust, and efficiency, while maintaining a familiar interface style that users could navigate with confidence.
The visual identity of the app was designed with the intent to support the core goals of the product, while enhancing a clear, approachable rider experience. Focus was placed on creating a brand that incorporated a modern feel, reliability and trust, and efficiency, while maintaining a familiar interface style that users could navigate with confidence.
Style Guide - Color Palette & Logo
Style Guide - Color Palette & Logo
The primary brand color was selected as a shade of blue due to its association with trust, dependability, and clarity, emphasizing reliable transit information.
The primary brand color was selected as a shade of blue due to its association with trust, dependability, and clarity, emphasizing reliable transit information.
The logo combines navigation and transit imagery to create a recognizable representation of the product's purpose.
The logo combines navigation and transit imagery to create a recognizable representation of the product's purpose.
Style Guide - Typography & UI
Style Guide - Typography & UI
Typography and UI styles were selected to create a familiar and consistent experience, prioritize information hierarchy, and ensure essential information remained easy to identify and understand.
Typography and UI styles were selected to create a familiar and consistent experience, prioritize information hierarchy, and ensure essential information remained easy to identify and understand.
FEEDBACK, ITERATION, & VALIDATION
Refined Through User Testing & Feedback
Refined Through User Testing & Feedback
Refined Through User Testing & Feedback
Usability Testing
Usability Testing
Usability Testing
3 testing sessions were conducted remotely to evaluate how effectively riders were able to navigate the app to complete core tasks related to transit information access, route planning, and trip management.
3 testing sessions were conducted remotely to evaluate how effectively riders were able to navigate the app to complete core tasks related to transit information access, route planning, and trip management.
The goal was to identify where improvements could be made to further enhance the riders' overall experience.
The goal was to identify where improvements could be made to further enhance the riders' overall experience.
Findings
Findings
Findings
01 Navigation Efficiency
01 Navigation Efficiency
01 Navigation Efficiency
Users reported frustration when completing core actions, citing too many required clicks and steps to complete common tasks.
Users reported frustration when completing core actions, citing too many required clicks and steps to complete common tasks.
02 Limited Discovery & Search
02 Limited Discovery & Search
Users found the route-finding workflow restrictive and requested more intuitive ways to search for and identify travel options.
Users found the route-finding workflow restrictive and requested more intuitive ways to search for and identify travel options.
03 Burdensome Repetition
03 Burdensome Repetition
Many users found it taxing to repeatedly search for the same routes and desired easier access to frequently used destinations and transit information.
Many users found it taxing to repeatedly search for the same routes and desired easier access to frequently used destinations and transit information.
Iterations
Iterations
Iterations
The following iterations were based on the findings uncovered through testing, focused on improving the app's overall usability, reducing friction within the primary workflow, and supporting a more efficient experience.
The following iterations were based on the findings uncovered through testing, focused on improving the app's overall usability, reducing friction within the primary workflow, and supporting a more efficient experience.
Enhanced Navigation Efficiency
Enhanced Navigation Efficiency
Outcome: Reduced app navigation effort and improved accessibility to frequently used actions and information.
Outcome: Reduced app navigation effort and improved accessibility to frequently used actions and information.
Improved Route Discovery & Search
Outcome: Created a more intuitive route-planning experience and provided greater flexibility for how riders search for routes and destinations.
Outcome: Created a more intuitive route-planning experience and provided greater flexibility for how riders search for routes and destinations.
Easier Access To Frequently Used Information
Outcome: Reduced the need for repetitive searching and made frequently used information more accessible.
Outcome: Reduced the need for repetitive searching and made frequently used information more accessible.
FINAL PROTOTYPE
Designed A More Reliable Travel Experience
Designed A More Reliable Travel Experience
Designed A More Reliable Travel Experience
Final Prototype
Final Prototype
Final Prototype
The final prototype created a cohesive core experience designed to help riders navigate public transit with more confidence and efficiency.
The final prototype created a cohesive core experience designed to help riders navigate public transit with more confidence and efficiency.
Through real-time transit information visibility and flexible travel planning, the app provides riders with the information needed to support better-informed travel decisions, increasing confidence in their decisions while reducing uncertainty during their journey.
Through real-time transit information visibility and flexible travel planning, the app provides riders with the information needed to support better-informed travel decisions, increasing confidence in their decisions while reducing uncertainty during their journey.
NaviBus Primary Workflow
NaviBus Primary Workflow
View the full final prototype for NaviBus.
View the full final prototype for NaviBus.
View Full Prototype
View Full Prototype
View Full Prototype
FINAL THOUGHTS & TAKEAWAYS
Identified Lessons & Future Opportunities
Identified Lessons & Future Opportunities
Identified Lessons & Future Opportunities
Reflection
Reflection
Reflection
Throughout this project, the importance of keeping things simple and designing for clarity kept surfacing, especially as one of the project's primary goals focused on guiding users to the information they needed to make decisions and take action.
Throughout this project, the importance of keeping things simple and designing for clarity kept surfacing, especially as one of the project's primary goals focused on guiding users to the information they needed to make decisions and take action.
When information needs to be easily accessible, reducing complexity - not only in functionality, but visually as well - and presenting information clearly and intuitively can often have a greater impact on users than more visually driven solutions. Prioritizing hierarchy, visual emphasis, and familiar UI patterns helped create an experience that made traveling with public transit feel less frustrating, more efficient, and approachable.
When information needs to be easily accessible, reducing complexity - not only in functionality, but visually as well - and presenting information clearly and intuitively can often have a greater impact on users than more visually driven solutions. Prioritizing hierarchy, visual emphasis, and familiar UI patterns helped create an experience that made traveling with public transit feel less frustrating, more efficient, and approachable.
Future Considerations
Future Considerations
Future Considerations
While the project's concept design focused on the core rider journey, additional opportunities exist to further provide support to riders throughout their travel experience.
While the project's concept design focused on the core rider journey, additional opportunities exist to further provide support to riders throughout their travel experience.
Expanding the current functionality to include fully developed features such as favorited and recent trips, notifications, expanded search capabilities, and real-time updates could provide greater assistance and personalization for riders. Allocating time to additional testing and feedback sessions would also help identify opportunities to further refine the experience, uncover additional rider needs, and better understand how the product could continue to support riders more effectively.
Expanding the current functionality to include fully developed features such as favorited and recent trips, notifications, expanded search capabilities, and real-time updates could provide greater assistance and personalization for riders. Allocating time to additional testing and feedback sessions would also help identify opportunities to further refine the experience, uncover additional rider needs, and better understand how the product could continue to support riders more effectively.
INTERESTED IN COLLABORATING OR LEARNING MORE?
Let's Connect!
INTERESTED IN COLLABORATING OR LEARNING MORE?
Let's Connect!
INTERESTED IN COLLABORATING OR LEARNING MORE?
Let's Connect!